It’s almost impossible to describe how powerful big record labels are. Contemporary best-selling artists are still coming out of the funding of big record labels. As if that is not enough, some of the supposed independent labels are nothing but a division of the bigger labels that holding office in a different building. Even with the supposed power of the internet to bring artists directly to the consumers, independent artists occupying a top spot on Billboard’s Top 100 is more an exceptional event rather than a common occurrence.
Despite the vigilance, it still requires money for people to discover good music… a lot of money, actually.
What Chance Do Unsigned Artists Have?
That is why it is specifically important for real independent record labels and artists to utilize everything they have to get their music out to the public and use the same amount of creativity in writing their music to promote it.
Third Man Records is one of the few who is doing it right.
Let Them Fly
To promote Freedom 21, a single from the yet to be launched Blunderbuss album of Jack White, Third Man Records released 1,000 eco-friendly helium balloons from their headquarters in Nashville. In each balloon, a flexi-disc is attached with a form to be filled out by anyone who finds it. Those who will send back the form will be featured in a special website.
Stunts like this don’t really have high recovery rate. Environmental factors, like trees and the weather, get in the way, They estimate that a maximum of 100 pieces will be recovered. According to their site, four balloons have already been found.
So, What’s The Point?
First, the value of the ones that will be found will skyrocket. That’s one for the fans.
However, the more important impact is the buzz that it creates which equals to market awareness. Many traditional companies refuse to invest on any event without direct return on investment. Third Man Records knows that sales isn’t always a direct result of an activity. Market support is a result of brand affinity.